Home

I don’t think I’ve ever worked so hard on something but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands it wouldn’t be ours anymore.

Our DNA is as a consumer company – for that individual customer who’s voting thumbs up or thumbs down. That’s who we think about. And we think that our job is to take responsibility for the complete user experience. And if it’s not up to par it’s our fault plain and simply.

The design of the Mac wasn’t what it looked like although that was part of it. Primarily it was how it worked. To design something really well you have to get it. You have to really grok what it’s all about. It takes a passionate commitment to really thoroughly understand something chew it up not just quickly swallow it.

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape of the shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.

A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience the better design we will have.

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything – all external expectations all pride all fear of embarrassment or failure – these things just fall away in the face of death leaving only what is truly important.

Your time is limited so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important have the courage to follow your heart and intuition.